Former Advertising Executive Launches Campaign to Restore Respect in New Zealand

Author: Hamish Williams,
Publish Date: Mon, 22 Jun 2026, 6:05pm

Follow the podcast on

A former advertising executive and recovering alcoholic is leading a nationwide effort to tackle what he describes as a growing crisis of disrespect and aggression in New Zealand society.

Matt Zwartz, founder of the Respect NZ Charitable Trust, shared his story outlining his journey from a successful career in journalism, public relations and advertising to sobriety and social advocacy.

Raised in Wellington and later becoming an advertising agency owner, Matt said the culture of excess that surrounded the industry contributed to a long struggle with alcohol addiction. After reaching what he described as an unmanageable point in his life, he sought help through Alcoholics Anonymous, spending five years in the programme before developing his own approach to long-term recovery.

Now sober, Matt has turned his attention to what he believes is a wider societal problem: a decline in everyday courtesy and respect.

Through Respect NZ, he is campaigning to encourage positive behaviour and reduce the growing levels of abuse directed at frontline workers, including retail staff, call centre operators, emergency responders and service workers.

Matt said incidents of aggression have become increasingly common across society and are no longer confined to isolated sectors. He pointed to research showing high levels of abuse experienced by frontline employees and argued that the consequences extend beyond individual workers.

"The impact on mental health is significant," he said, noting that repeated exposure to hostility can contribute to anxiety, depression, absenteeism and staff turnover.

Nutters Club co-host and psychotherapist Kyle MacDonald said the issue is likely driven by a combination of stress, social isolation and changing communication habits. He highlighted the role of social media and online interactions in normalising disrespectful behaviour, while also suggesting that post-pandemic lifestyles have reduced opportunities for positive face-to-face social contact.

Listeners contributed their own experiences, with many describing examples of kindness from strangers, while others recounted incidents of rudeness, road rage and verbal abuse. Several callers argued that respect begins at home and must be modelled by parents, teachers and community leaders.

Rather than focusing on punishment, Matt believes lasting change will come through recognising and rewarding positive behaviour.

"We're not the manners police," he said. "We want to encourage the kind of behaviour that makes people's lives better."

Respect NZ is currently building partnerships with major organisations, including One New Zealand and AA Insurance, as it works to create a nationwide movement promoting courtesy, kindness and social connection.